www.lesswrong.com/posts/bL8RoJu5wyLssdxiz/lesswrong-vs-tiktok-tips-for-capturing...
1 correction found
Majority of viewers are muted!
This overstates how often TikTok is watched on mute. TikTok’s own materials say most users use the app with sound on, not muted.
Full reasoning
TikTok’s official business and newsroom materials directly contradict this claim.
- In TikTok’s Creative Strategies post, the company says “93% of users enjoy the platform with sound on” and “88% agree that sound is integral to the overall app experience.”
- In TikTok’s newsroom post for its 2022 report, TikTok similarly says “88% of people on TikTok” report that sound is central to the app experience.
Those figures are not consistent with the statement that a majority of viewers are muted. Captions can still be good practice for accessibility and for viewers in some contexts, but the specific factual claim that most TikTok viewers are watching muted is contradicted by TikTok’s own published research summaries.
2 sources
- 5 Creative tips for TikTok ads that break through the clutter | Creative Strategies
“93% of users enjoy the platform with sound on, and 88% agree that sound is integral to the overall app experience.”
- What's Next Report 2022: Insight into culture drivers on TikTok - Newsroom | TikTok
“88% of people on TikTok report that the sound on the platform is central to the overall app experience.”